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論文名稱(外文):The Influence of Promotion on Normative Evaluation, Perceived Value and Purchase Intention – An Empirical Study of Coffee Chain Store
指導教授(外文):Shuang-Shii Chuang
外文關鍵詞:promotion activitiesnormative evaluationperceived valuepurchase intention
  • 被引用被引用:4
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In the last few years, the domestic coffee chain store's competition is intense day after day. To survive in this competitive environment, many promotion activities are launched in order to increase sales. Although, to consumer, price cut makes lower expenditure, does it also mean to decrease their sacrifice? Whether consumer affects their normative evaluation and perceived value because of price cut?
This investigation takes consumers with experience of buying from promotion activities as the subjects of the study. We collect data through online questionnaire. This research bases on literature review create the cause-and-effect model of promotion activities, normative evaluation, perceived value and purchase intention. Through factor analysis, reliability analysis, regression analysis, structural equation modeling and MANOVA by the SPSS and AMOS, we probe into the cause-and-effect relationship of each construct in the research in order to have a close look at the management implication.
The empirical results indicated that positive paths exist on the chain of promotion activities with normative evaluation and perceived value. We also found that promotion activities would mediate purchase intention through normative evaluation and perceived value.

摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究步驟與流程 2
第二章 文獻探討 4
第一節 促銷 4
第二節 規範性評估 7
第三節 知覺價值 8
第四節 品牌形象 10
第五節 購買意圖 12
第六節 各構面之關係 14
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假說 17
第三節 研究變數之操作型定義 18
第四節 研究問卷設計 19
第五節 抽樣方法及樣本分析 23
第六節 資料分析方法 24
第四章 統計分析與結果 27
第一節 研究樣本之敘述性分析 27
第二節 因素分析 29
第三節 信度分析 35
第四節 迴歸分析 38
第五節 研究架構整體模式之適配度分析 48
第六節 人口統計變數在各研究變數之差異 56
第五章 研究結論與建議 63
第一節 研究結論 63
第二節 管理意涵 66
第三節 研究限制與後續研究建議 67
參考文獻 69
附錄-正式問卷 74

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